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Volume 27 No. 30
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Looking Back At NHL Season Sponsors

With the Stanley Cup Playoffs underway in the Toronto and Edmonton bubbles, SportsAtlas looks back at the completed '19-20 NHL season, broken down by sponsors. The automotive category carried 144 unique sponsorships across the NHL and its franchises, with Ford owning the most deals in the marketplace at 14, less than 10% of the industry. In second, the dining industry, led by Dunkin' Brands at 16 partnerships, laid claim to 108 deals. GEICO (insurance) and AB InBev (beers/breweries), with their industries landing at third and fourth respectively, each own 23 deals across the league and its teams -- the most of any company in the top five categories. AB InBev, with popular American and Canadian brands such as Bud Light and Labatt Blue, holds 28% of sponsorships in its category, the highest percent of any brand in the top five. Rounding out the list is the wine and spirits category at 75 NHL team/league deals, with Jägermeister leading at 12 partnerships. In total, the league and its teams have sponsorships spanning 40 categories and more than 1,000 deals.

For more on sponsorship research, competitive intelligence, connections and insightful data, visit SportsAtlas.